Mavi, incorporated in 1991 in Istanbul, is today recognized as a highly successful global lifestyle brand with strong denim roots. With presence in 33 countries including Turkey, USA, Canada, Germany, Russia and Australia Mavi sells its products via 439 mono-brand stores and c. 4,500 points of sale.
The Perfect Fit philosophy guides Mavi in designing the jeans that perfectly fit the lifestyles, body types and quality expectations of its customers. Mavi ranks among the world’s leading premium denim brands. Denim category accounts for 42% of Mavi’s global sales and lifestyle apparel for 58%.
Mavi’s global strategy All Blue is built on ‘sustainable growth through quality’ with People, Innovation, Dynamism and Nature as key values driving the brand. As a brand whose heart beats with denim, Mavi works passionately to develop the world’s best and most innovative jeans while keeping its focus on ‘quality’ for sustainable growth. Driven by respect for people, passion for innovation, and focus on data and efficiency in operations, Mavi is synonymous with quality.
Mavi’s trusted brand image translates into high quality and strong pricing power with products positioned between the upper-end of the ‘core’ and the ‘premium’ section of the ready-to-wear market. The loyalty program Kartuş, recognized as Turkey’s best-in-class with 8.1 million members, serves as a key tool for Mavi to analyze and leverage customer data. With approximately 5.1 million members active in the last two years, the Kartuş program continues to acquire over 1 million new customers every year. Kartuş loyalty card is used in 75% of the retail transactions in Turkey.
Mavi has a unique brand position with fashion-savvy, young adult customers and collaborates with top local and international celebrities in its marketing communications. As a leading denim brand, Mavi shapes its communication strategies to align with its product development expertise and customer data.
With 4,060 employees globally, Mavi is recognized as an employer of choice by several rating platforms.
Key Milestones
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1991
∙ Mavi (which means 'blue' in Turkish) is founded
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1996
∙ Mavi became the market leader in Turkey
∙ Mavi US and Europe are founded.
∙ Designer Adriano Goldschmied contributes to the designs of both the Molly & Max fits.
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2002 / 2003
∙ Time Magazine recognized Mavi as the first Turkish brand to become an international brand.
∙ The first flagship stores were opened in New York, Vancouver, Berlin and Frankfurt.
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2008
∙ Turkish Private Equity Fund II invested in Mavi.
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2009
∙ Launch of retail strategy; transition from Mavi Jeans to Mavi and focus on growth in lifestyle categories.
∙ Loyalty Program launched at the end of 2007, reaching 1M members in 2009.
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2012
∙ Supermodel Adriana Lima became the face of Mavi
∙ Sportswear Magazine announced Mavi as the best denim bottoms brand in Germany.
∙ New ‘Denim Kitchen’ retail concept launched.
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2013
∙ The Mavi Gold collection was born. This series provided the total premium look with the launch of the Hussein Chalayan Gold Series.
∙ Model Barbara Palvin became the face of Mavi.
∙ Mavi e-commerce site launched.
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2016
∙ Mavi celebrated its 25th anniversary.
∙ Elsa Hosk, Jordan Barrettt and Lucky Blue Smith became the faces of Mavi.
∙ Designer Adriano Goldschmied contributed to the launch of the Indigo Move Premium Collection.
∙ Richard Branson participated in the space shuttle launch wearing Mavi jeans.
∙ Mavi's loyalty program, Kartus, reached 5,7 million members.
∙ Acquisition of US & Canada operations.
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2017
∙ Kıvanç Tatlıtuğ legend at Mavi continues from where it left off.
∙ Published “Mavi Anthology” illuminating Mavi’s unique history with an account of its 25-year branding story.
∙ Mavi’s growth strategy became a course subject at Harvard Business School.
∙ Romee Strijd becomes the global face of the brand.
∙ Published Makers of Today's Istanbul with photographs by Martin Parr.
∙ Began trading on Borsa Istanbul on June 15 following IPO.
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2018
∙ Launched Serenay X Mavi Icon collection with Serenay Sarıkaya.
∙ Created Super Soft denim products in collaboration with Tencel.
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2019
∙ Mavi Black Pro collection created.
∙ Global All Blue strategy introduced, accompanied by the launch of the ecofriendly All Blue collection.
∙ Mavi App, Mavi’s mobile app, went live.
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2020
∙ Merih Demiral who is a star player of turkish national football team and Juventus became the brand face of the sporty line of Mavi.
∙ Became the fırst Turkish apparel brand to disclose its carbon footprint transparently, received the score of B with the report that Mavi submitted to the climate change program, run by CDP.
∙ Became a signatory of the UN Global Compact, the world’s largest corporate sustainability initiative.
∙ Designed a sustainable store concept, opened its first eco-store in Zorlu Shopping Mall.